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Target Eliminating Artificial Colors from All Cereals by End of May

Friday, February 27, 2026 at 8:45 AM

Target announced it will only sell cereals without synthetic dyes by late May, joining a growing movement among retailers to remove artificial additives. The decision affects all cereals sold in Target stores and online, putting the retailer ahead of many brands that have longer timelines for removing artificial colors.

Target announced Friday that it will exclusively offer cereals without certified synthetic dyes by late May, joining other major retailers in eliminating artificial additives from food products.

The Minneapolis-based chain has collaborated with both national manufacturers and private-label suppliers to reformulate products as necessary. This policy will cover all cereals available in Target locations and through online sales.

Major food companies including PepsiCo, Campbell’s, and Conagra Brands made similar commitments last year to eliminate artificial coloring agents. These moves came in response to the Trump administration’s “Make America Healthy Again” campaign and Health Secretary Robert F. Kennedy Jr.’s push against heavily processed foods and synthetic additives.

“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” Cara Sylvester, Target’s chief merchandising officer, said in a statement.

The retailer’s timeline surpasses several well-known brands currently sold in its aisles that have established extended deadlines for removing synthetic dyes. General Mills’ Lucky Charms, for example, plans to eliminate artificial coloring by 2027.

Walmart announced in October that it would phase out synthetic dyes from its private-label food products in the United States by January 2027.

Target has been working to reverse declining sales under new CEO Michael Fiddelke’s leadership, implementing cost-cutting measures including workforce reductions. The company is scheduled to release quarterly earnings results on Tuesday.

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